Jasper County Democrat, Volume 14, Number 99, Rensselaer, Jasper County, 23 March 1912 — WHY THE ADS DIDN’T PAY [ARTICLE]

WHY THE ADS DIDN’T PAY

Experience of a Southern City in Try- • Ing to Attract People—FollowUp Work Necessary. One southern city wisely contracted for several hundred dollars’ worth of advertising space in a leading Chicago publication during the period of the recent land show. Before the land show had closed returns came freely in the form of many letters of inquiry from various parts of the country. They “looked good.’’ and doubtless represented a goodly percentage of hopeful possibilities. But no one knows and probably no one. will ever know, because the local commercial body has no equipment for handling the situation. They have no printed matter to send to the correspondents. They have no plan for classifying, grouping and referring the several communications to any one who might helpfully respond and deal with them. They have no exact data to submit in reply to specific inquiries. ( They have not even some one in the office who is making even a formal or “form” reply or at least acknowledgment. They have no plan, no policy, no program, no machinery, no method, no printed matter, no data, “no nothing!” Is it not awful! Awful!! Awful!!! And of course “advertising does not Pay.”